During the inter-war years, the Musées royaux du Cinquantenaire in Brussels launched a publicity campaign aimed at attracting foreign tourists, Belgian day-trippers and local visitors. Using traditional methods (posters, postcards) alongside innovative techniques (radio interviews, department store exhibitions), the museum tapped into emerging urban tourism marketing trends. Inspired by American practices, director Jean Capart collaborated with travel publishers, railway companies and tourism associations to brand the museum as a must-see destination. While official tourist offices played a minor role, private stakeholders were crucial. These efforts reflected broader societal shifts: a push for more democratic access to culture, economic challenges post-World War I and a growing belief in the power of advertising. Marketing was seen as a solution to financial pressures on the museum, aiming to boost attendance and public support. Although the campaign raised the museum’s visibility and enhanced Brussels’ appeal, visitor numbers remained low, limiting its overall success.